Improving In-Store
to Boost Conversion.

Klarna

Senior Product Designer

My role

My role

My role

I joined Klarna’s in-store team with the mission to elevate the customer experience for Klarna in-store. Together with the team, I led a broad discovery phase—studying real user journeys, mapping pain points, and uncovering gaps between digital and in-store touch points.

Through rapid ideation and iteration, we developed solutions that reduced friction at checkout, increased trust in payment flows, and made in-store purchases as seamless as Klarna’s online experience. The work provided Klarna with actionable insights and validated design directions to strengthen adoption of in-store services and support future growth.

FINTECH

DISCOVERY

PROTOTYPING

CONCEPT

VISUAL DESIGN

HANDS-ON

EXPERIENCE VISION

DESIGN EXCELLENCE

APP

Opportunities

Opportunities

Opportunities

Increase Conversion

How might we reduce friction at physical checkouts to increase conversion rates?

Increase Conversion

How might we reduce friction at physical checkouts to increase conversion rates?

Increase Conversion

How might we reduce friction at physical checkouts to increase conversion rates?

Human-Centered Mindset

How might we ensure teams solve for real human needs, not just technical delivery?

Human-Centered Mindset

How might we ensure teams solve for real human needs, not just technical delivery?

Human-Centered Mindset

How might we ensure teams solve for real human needs, not just technical delivery?

Identifying & Resolving Friction

How might we continuously detect, measure, and resolve friction points in the in-store journey?

Identifying & Resolving Friction

How might we continuously detect, measure, and resolve friction points in the in-store journey?

Identifying & Resolving Friction

How might we continuously detect, measure, and resolve friction points in the in-store journey?

Innovation & Iteration

How might we prototype quickly in real-world settings to validate what truly improves the in-store experience?

Innovation & Iteration

How might we prototype quickly in real-world settings to validate what truly improves the in-store experience?

Innovation & Iteration

How might we prototype quickly in real-world settings to validate what truly improves the in-store experience?

Simplify the Flow

How might we simplify complex steps so customers can complete payments quickly and confidently?

Simplify the Flow

How might we simplify complex steps so customers can complete payments quickly and confidently?

Simplify the Flow

How might we simplify complex steps so customers can complete payments quickly and confidently?

Reduce Cognitive Load

How might we minimize cognitive load at checkout so customers feel in control and confident?

Reduce Cognitive Load

How might we minimize cognitive load at checkout so customers feel in control and confident?

Reduce Cognitive Load

How might we minimize cognitive load at checkout so customers feel in control and confident?

Approach

Approach

Approach

Deep Discovery & Insights

Map end-to-end customer journeys across digital + in-store to identify friction points and conduct contextual research in retail environments (observations, shadowing, interviews with shoppers and merchants).

Deep Discovery & Insights

Map end-to-end customer journeys across digital + in-store to identify friction points and conduct contextual research in retail environments (observations, shadowing, interviews with shoppers and merchants).

Deep Discovery & Insights

Map end-to-end customer journeys across digital + in-store to identify friction points and conduct contextual research in retail environments (observations, shadowing, interviews with shoppers and merchants).

Shift to Human-Centered Mindset

Share research findings and pain points to ground discussions in human behavior, not just technical feasibility.

Shift to Human-Centered Mindset

Share research findings and pain points to ground discussions in human behavior, not just technical feasibility.

Shift to Human-Centered Mindset

Share research findings and pain points to ground discussions in human behavior, not just technical feasibility.

Rapid Ideation & Concept Exploration

Explore both incremental improvements (removing known friction) and big bets (new ways to shop and pay in-store). Build prototypes (lo-fi to hi-fi) for testing flows like tap-to-pay, QR code payments.

Rapid Ideation & Concept Exploration

Explore both incremental improvements (removing known friction) and big bets (new ways to shop and pay in-store). Build prototypes (lo-fi to hi-fi) for testing flows like tap-to-pay, QR code payments.

Rapid Ideation & Concept Exploration

Explore both incremental improvements (removing known friction) and big bets (new ways to shop and pay in-store). Build prototypes (lo-fi to hi-fi) for testing flows like tap-to-pay, QR code payments.

Impact and outcomes

Impact and outcomes

Impact and outcomes

Reduced friction at checkout through redesigned flows.

By mapping the current in-store experience, we rapidly iterated and introduced a QR-code flow tailored to physical retail. The result was a smoother interaction that saved time for both merchants and consumers while building confidence in Klarna’s in-store offering.

Reduced friction at checkout through redesigned flows.

By mapping the current in-store experience, we rapidly iterated and introduced a QR-code flow tailored to physical retail. The result was a smoother interaction that saved time for both merchants and consumers while building confidence in Klarna’s in-store offering.

Reduced friction at checkout through redesigned flows.

By mapping the current in-store experience, we rapidly iterated and introduced a QR-code flow tailored to physical retail. The result was a smoother interaction that saved time for both merchants and consumers while building confidence in Klarna’s in-store offering.

Innovation & Differentiation

Prototyped and explored new in-store payment concepts (e.g., QR, tap-to-pay). Identified which ideas resonated most with customers and merchants. Generated a pipeline of design directions for future in-store growth. To increase in-store conversions, driving more merchant adoption of Klarna.

Innovation & Differentiation

Prototyped and explored new in-store payment concepts (e.g., QR, tap-to-pay). Identified which ideas resonated most with customers and merchants. Generated a pipeline of design directions for future in-store growth. To increase in-store conversions, driving more merchant adoption of Klarna.

Innovation & Differentiation

Prototyped and explored new in-store payment concepts (e.g., QR, tap-to-pay). Identified which ideas resonated most with customers and merchants. Generated a pipeline of design directions for future in-store growth. To increase in-store conversions, driving more merchant adoption of Klarna.

Glimpse of outputs

Glimpse of outputs

Glimpse of outputs